IN PHOTOS: Converse nurtures China's indie-rock culture with 'Get dirty gigs' music tour
Converse has just wrapped up its "Get dirty gigs" music tour in six cities across China and Hong Kong. Part of the brand's marketing campaign for its Spring 2013 'Well-worn' collection, the tour included two bands: emerging Hong Kong noise-pop outfit The Yours and well-respected Beijing punk band SUBS.
Independent music, and especially rock-n-roll, is rooted deeply in the heritage of Converse, according to the company, which said it has supported the independent music scene across China since 2008, starting with its 'Love noise' campaign.
A Converse spokesperson said that fans of the brand's Chuck Taylor sneakers treasure the stories associated with the stains and wear-and-tear their shoes show, and the brand's 'Well worn' collection celebrates this insight.
